For over 50 years Black Diamond has outfitted climbers, skiers and alpinists with professional-grade equipment that stands the test of time. We repositioned the brand’s social strategy with a new campaign framework that elevates their messaging and visuals to the same level as their products.

We created the hashtag #liveclimbrepeat to speak to the obsessive nature of the climbing core and attached it to stories that highlight brand ambassadors and their dedication to the sport.

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“The great thing about climbing is that it’s just a piece of rock. It’s what you bring to it that matters.”

– Whitney Boland

We relaunched Black Diamond on Instagram with a clean slate of dramatic imagery to inspire both core climbers and those seeking to connect with the climbing life.

Instrument traveled to upstate New York to capture a climb in-person by scaling one of the oldest climbing areas in the country—The Gunks. Together with Black Diamond's content team, we crafted a narrative that builds a framework for future brand stories.